HOW TO GET MORE GOOGLE REVIEWS, LAWFULLY.
More reviews come from asking more people, the same way, every time. This guide covers how to ask, how to share your review link, how to reply and when to flag, with Google's and the FTC's own pages linked.
WHAT CHANGED RECENTLY
- Google now shows why a review reply was rejected — Rejected replies come back with a reason and an edit option.
- FTC warned 10 companies under the Consumer Review Rule — A reminder of what the fake-reviews rule actually bans.
This guide covers what stays true. The blog tracks the changes as they land.
ASK EVERY CUSTOMER
Google allows businesses to encourage reviews that reflect a genuine experience, as long as no incentive is offered.1 Its policy prohibits:1
- Incentives: payment, discounts, free goods or services in exchange for posting.
- Selective asking: discouraging negative reviews or selectively soliciting positive ones. Asking "happy?" first and only sending happy customers to Google is this.
- On-site pressure: requiring or pressuring customers to review while on your premises.
- Staff quotas: asking staff to collect a certain number of reviews, or reviews with specific content.
Google's help centre is blunt about incentives: offering free or discounted goods to post, change or remove reviews is "strictly prohibited."2
The simplest compliant habit: one plain request to every customer after the job, by the same channel (receipt, text, email or a QR code at the counter), with the link and nothing else attached.
THE FTC RULE
In the US, the FTC's Consumer Reviews and Testimonials rule took effect on October 21, 2024.4 In summary, it prohibits:45
- Fake reviews that misrepresent who the reviewer is or their experience, and buying or selling them.
- Incentives conditioned on a review expressing a particular sentiment, positive or negative.
- Reviews by officers, managers, employees or agents without clear disclosure of the relationship.
- Presenting a website you control as independent reviews.
- Suppressing reviews through unfounded legal threats, physical threats, intimidation or false accusations.
The FTC notes the rule doesn't specifically ban asking only satisfied customers, but that doing so could violate the FTC Act.4 Google bans it outright,1 so ask everyone. The rule allows courts to impose civil penalties for knowing violations.4 This is a summary, not legal advice.
THE WORKFLOW
| Step | How | Watch out |
|---|---|---|
| Get your review link | Google's help centre explains how to create a Google link or QR code that asks customers for a review [2] | Open the link while signed out to confirm it lands on your profile; customers need a Google Account to post [2] |
| Ask every customer | Add the link to receipts, follow-up texts or emails, and a counter QR code | No discounts, entries or gifts tied to reviewing; no satisfaction filter first [1] |
| Read and reply | In your profile, choose Read reviews, then the Reply icon; replies show as the business [3] | Replies are public and checked against Google's content policies [3] |
| Answer negative reviews | Stay calm, acknowledge the issue and offer a direct contact to sort it out | Never threaten or pressure a reviewer to remove a review [5] |
| Flag policy violations | Use the Reviews Management Tool: Report a new review for removal, choose the violation, submit, then track the status [6] | Google says not to report a review just because you disagree with or dislike it [6] |
Google's steps and labels change. Check the linked pages for the current version.
REPLYING WELL
- Be prompt and short. Google suggests clear, helpful, direct replies.2
- Protect privacy. Don't confirm someone is a customer or share details about their visit, especially in health, legal or financial services.
- Take disputes offline. Give a phone number or email and a role to ask for.
- Don't accuse. If you can't match a review to a customer, say so politely, invite contact and, if it breaks policy, flag it.
Negative reviews aren't a flagging ground on their own. Google notes a mix of feedback often feels more trustworthy.2
Looking at review software? Our Podium comparison sets out what to check before you sign. Why gating is a problem is summed up under review gating in the glossary.
FAQ
Can I offer a discount for a review, even an honest one?
Not for Google reviews. Google prohibits incentives in exchange for posting, whatever the review says.12
Can my staff or family leave reviews?
Google requires reviews to reflect a genuine customer experience,1 and the FTC rule requires clear disclosure for insider reviews.4 The safe answer is no.
Can Google remove a bad review?
Only if it violates Google's policies, such as spam, off-topic content or harassment. Report it through the Reviews Management Tool.67
Can you guarantee a number of reviews?
No. Reviews are written by customers. Nobody can lawfully promise a count or a rating.
SOURCES
- Maps User Contributed Content Policy Help, Prohibited & restricted content: fake engagement.
- Google Business Profile Help, Tips to get more reviews.
- Google Business Profile Help, Manage customer reviews.
- Federal Trade Commission, Consumer Reviews and Testimonials Rule: Questions and Answers.
- Code of Federal Regulations, 16 CFR Part 465, Use of Consumer Reviews and Testimonials.
- Google Business Profile Help, Report inappropriate reviews on your Business Profile.
- Maps User Contributed Content Policy Help, Maps user-generated content policy.
KEEP READING
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